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Sam Decker at SBS2010

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Sam Decker's talk on Customer Oxygen at the Dachis Group Social Business Summit 2010 in Austin, TX

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Sam Decker at SBS2010

  1. 1. 4 Steps to Creating Customer Oxygen STYLE STANDARDS
  2. 2. <ul><li>A Story </li></ul>
  3. 3. Confidential and Proprietary. © 2009 Bazaarvoice, Inc.
  4. 6. This is what he got… <ul><li>“ Pricey and gross, but fun for boys” </li></ul><ul><li>“ If you want your child to cry, buy this toy!” </li></ul><ul><li>“ ****CANO!!!” </li></ul><ul><li>“ Smells like feces” </li></ul>Hot Wheels Slimecano
  5. 7. Confidential and Proprietary. © 2009 Bazaarvoice, Inc.
  6. 8. Her fault
  7. 9. Confidential and Proprietary. © 2009 Bazaarvoice, Inc.
  8. 10. <ul><li>The Real Tragedy… </li></ul><ul><li>Still sold after this 77 th review and up to 177 reviews (over a year) </li></ul><ul><li>No response from retailer </li></ul><ul><li>No response from manufacturer </li></ul>
  9. 11. op·er·a·tion·al·ise v. put into operation or use.
  10. 12. 4 Steps to Start Getting the Customer Voice Heard Everywhere
  11. 13. 4 Steps to Customer Oxygen <ul><li>Start with the P&L </li></ul><ul><li>Get customers participating </li></ul><ul><li>Get employees participating </li></ul><ul><li>Tell your stories </li></ul>Confidential and Proprietary. © 2009 Bazaarvoice, Inc.
  12. 14. <ul><li>Start with the P&L </li></ul><ul><li>(by ending with the P&L) </li></ul>
  13. 15. Does Your Program have Soft or Solid Metrics? Confidential and Proprietary. © 2009 Bazaarvoice, Inc.
  14. 16. <ul><li>Get Customers Participating </li></ul>
  15. 17. Is This How You Think of Customer Value? Confidential and Proprietary. © 2009 Bazaarvoice, Inc.
  16. 18. Compete on Participation Confidential and Proprietary. © 2009 Bazaarvoice, Inc. Cultivating user involvement so that each action builds upon the one before, building value along the way.
  17. 19. The reputation economy requires a new way of marketing… Participation Chain
  18. 20. Example: JVC starts with a review… Confidential and Proprietary. © 2009 Bazaarvoice, Inc.
  19. 21. … And links to answers Confidential and Proprietary. © 2009 Bazaarvoice, Inc.
  20. 22. <ul><li>Get Employees Participating </li></ul>
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  25. 27. Get others involved <ul><li>The IKEA Effect </li></ul>Confidential and Proprietary. © 2009 Bazaarvoice, Inc. Labor undertaken in association with a project – similar to assembly of Ikea furniture – increases people’s affection for the result of that labor. Image by Andrew Scott on Flickr.com
  26. 28. Confidential and Proprietary. © 2009 Bazaarvoice, Inc.
  27. 29. <ul><li>Peacock-ing </li></ul><ul><li>+ </li></ul><ul><li>Woodpeck-ing </li></ul>
  28. 30. Peacock-ing Launch a turning point event the organization can’t miss. Every person at every level will have to stop and look.
  29. 31.
  30. 32. % Woodpeck-ing Engaging the organization’s core repetitively, persistently, tirelessly.
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  32. 34. <ul><li>Tell Your Stories </li></ul>
  33. 35. The Customer & Dell are Engaged Customer Affirmation tool for customers considering purchase and provide feedback to Dell Rating Product Development Insight to customers likes, pain-points, desires & uses Rating Sales Highlight reviews as part of sales process- online, chat and phone Rating Customer Care Attend to customer issues to surprise & delight customers- Dell cares Rating Brand Tool to receive direct feedback on customer uses, behaviors & nomenclature Be the first to write a review!
  34. 36. A quick bedtime story <ul><li>A pricey activity table suffers from being too “soft”… </li></ul>
  35. 37. Here comes the shocking part… <ul><li>The Land of Nod analysed the comments, reengineered the table and then sent replacements to every single reviewer! </li></ul>
  36. 38. Improving products… <ul><li>Client improved over 700 products in five months </li></ul><ul><li>Key cross-functional teams meet and develop plans of action </li></ul><ul><li>Use feedback and provide content to suppliers </li></ul><ul><li>Company promotes product changes to customers </li></ul>
  37. 39. Thank you! <ul><li>Sam Decker, Chief Marketing Officer </li></ul><ul><li>[email_address] </li></ul><ul><li>Twitter: @samdecker </li></ul>Confidential and Proprietary. © 2009 Bazaarvoice, Inc.
  38. 41. 4 million visits a week Visits = Users = Customers = People!
  39. 42. Bazarvoice Social Commerce Summit 2010 <ul><li>April 19 th – 21 st </li></ul><ul><li>AT&T Executive Education and Conference Center </li></ul><ul><li>Austin, Texas </li></ul><ul><li>www.socialcommercesummit.com </li></ul><ul><ul><li>Sam Decker </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>@samdecker </li></ul></ul>Confidential and Proprietary. © 2009 Bazaarvoice, Inc.
  40. 43. Confidential and Proprietary. © 2009 Bazaarvoice, Inc. Use of Customer Content & Data Customer Content Conceptual Framework ROI Measurement & Exec Buy-In
  41. 44. Confidential and Proprietary. © 2009 Bazaarvoice, Inc.
  42. 45. Where’s the Focus of Your Functions? 95% 20% 10% Courtesy: Round.co.uk
  43. 46. Each base state has its own unique benefits Courtesy: Round.co.uk Revenue Costs Churn Revenue Revenue Churn Churn Costs Costs
  44. 47. Customer Centricity Indicator shows the balance of a company Courtesy: Round.co.uk Customer Strategy Organisation Design Information Architecture Performance Measures Business Leadership 1 st Base Product Centric 2 nd Base Customer Focus 3 rd Base Customer Value 4 th Base Customer Centric 1 3 4 2

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